ADPR 3850 Lecture Notes - Lecture 1: Product Placement, Demand Curve, Walmart

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3850
• Professor: Michael Cacciatore

Document Summary

Research-defining pr problems: some form of qualitative or quantitative research is often conducted to define the problem. Ex: a survey of company morale, survey of consumers, analysis of sales data: oftentimes, we"ll conduct a situation analysis to summarize the problem and broader situation. Action- program planning: differentiate between goals and objectives, objectives may be informational, attitudinal/motivational, and/or behavioral, brainstorm for campaign. Communication- execution: base the campaign on pre-existing research, base the campaign on theory, base the campaign on the research you conducted earlier in the process. Scope: journalism is about producing content. Ex: news articles, magazine features, tv segments: pr has a much broader scope. Might be organizing a special event one day and writing press releases the. Objectives next: journalism strives for objectivity in reporting. Ex: point/counter-point news writing, giving equal time to both sides of a debate. Tools: advertisers use paid placements as their primary tool for work. Audience: advertisers are concerned only with an external audience.